Insider Intelligence’s Western Europe Trends to Watch in 2022

Technology and Investment Will Be Key in a Challenging Year

Report by Karin von Abrams  | Dec 15, 2021

Insider Intelligence’s Top Trends to Watch in 2022

Download the Full Collection

Our analysts, forecasters, and researchers worked together to deliver the latest trends in Insider Intelligence’s coverage areas for 2022.

+ 14 more
See All
Download
Report
Deck
Share
Table of Contents
Executive Summary
Introduction
Trend: Retailers Will Adopt Digital Tools in Physical Stores to Drive Sales
Trend: US Market Leaders Will Battle Regional Players and New Entrants in Europe’s SVOD Wars
Trend: Out-of-Home (OOH) Advertising Will Surge, Buoyed by New Tech, Much of It Pioneered in Europe
Trend: The Region Will Continue Struggling with Data Privacy Issues
Read Next
Sources
Media Gallery
About This Report
Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.
Topics
Retail Sales
Digital Video
Western Europe
Table of Contents
Executive Summary
Introduction
Trend: Retailers Will Adopt Digital Tools in Physical Stores to Drive Sales
Trend: US Market Leaders Will Battle Regional Players and New Entrants in Europe’s SVOD Wars
Trend: Out-of-Home (OOH) Advertising Will Surge, Buoyed by New Tech, Much of It Pioneered in Europe
Trend: The Region Will Continue Struggling with Data Privacy Issues
Read Next
Sources
Media Gallery

Executive Summary

Western European firms are in for a rocky ride in 2022, as every sector will be rapidly reshaped by digitization. But opportunities abound for companies that make a significant leap, such as retailers moving to cashless transactions or brands using the latest digital display technology. Competition will be fierce—among paid-for video providers, for example—and the EU will continue to battle firms that flout digital security laws.

Questions this report covers:

  • What tools are Western Europe’s physical retailers employing to compete with digital sellers?
  • Can national and regional providers of subscription video-on-demand (SVOD) services compete with the likes of Netflix and Amazon?
  • Can new technology reanimate digital out-of-home (DOOH) advertising as public spaces reopen?
  • How will Big Tech and other actors undermining digital privacy and security fare in the EU?
Retail Ecommerce Sales in Western Europe, 2019-2025 (billions, % change, and % of total retail sales)
E-Mail ChartDownload

KEY STAT: Retail ecommerce sales in Western Europe will grow by 6.2% in 2022, nearing $660 billion. Physical retailers hope that upgrading point-of-sale (POS) and display technology will keep digital buyers shopping in-store as well.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: Retailers Will Adopt Digital Tools in Physical Stores to Drive Sales
  1. Trend: US Market Leaders Will Battle Regional Players and New Entrants in Europe’s SVOD Wars
  2. Trend: Out-of-Home (OOH) Advertising Will Surge, Buoyed by New Tech, Much of It Pioneered in Europe
  3. Trend: The Region Will Continue Struggling with Data Privacy Issues
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Retail Ecommerce Sales in Western Europe, 2019-2025 (billions, % change, and % of total retail sales)Primary Advantage of Using Contactless Payment Methods According to Adults in France, Sep 2021 (% of respondents)
Subscription Video-on-Demand (SVOD) Subscribers in Western Europe, by Platform, 2020, 2021 & 2026 (thousands)Why Do Senior Advertising Professionals Worldwide* Expect Ad Spending on Digital Out-of-Home (DOOH) to Increase? (% of respondents, June 2021)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PPTX

 

 

 

 

 

 

 

 

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Karin von Abrams

Contributors

Alina Brentnall
Senior Researcher
Bill Fisher
Principal Analyst, UK

Latest Reports

Bank Brand Safety on Social Media
Report
Bank Brand Safety on Social Media
US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
What Banks Need to Know About Gen Alpha
Report
What Banks Need to Know About Gen Alpha
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Ad Measurement Trends H1 2024
Report
Ad Measurement Trends H1 2024
Brand Safety 2024
Report
Brand Safety 2024
US OTT and Pay TV Viewership Forecast 2024
Report
US OTT and Pay TV Viewership Forecast 2024
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024
Report
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024
UK Beauty 2024
Report
UK Beauty 2024
US Resale 2024
Report
US Resale 2024
US Amazon Ecommerce Forecast 2024
Report
US Amazon Ecommerce Forecast 2024
Canada Click-and-Collect Forecast 2024
Report
Canada Click-and-Collect Forecast 2024
FAQ on the EU’s Digital Services Act and Digital Markets Act
Report
FAQ on the EU’s Digital Services Act and Digital Markets Act

Popular on EMARKETER

Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs
Article
Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs
Amazon Prime Video’s cataloging problems are affecting watch time
Article
Amazon Prime Video’s cataloging problems are affecting watch time
YouTube’s ad-blocking crusade comes to mobile devices
Article
YouTube’s ad-blocking crusade comes to mobile devices
TikTok faces new allegations of data-sharing with parent company in China
Article
TikTok faces new allegations of data-sharing with parent company in China
Covert Amazon team reportedly gathers intelligence on Walmart and other rivals
Article
Covert Amazon team reportedly gathers intelligence on Walmart and other rivals
Data Drop: 5 Charts on CTV Users by Device
Article
Data Drop: 5 Charts on CTV Users by Device
Amazon adds ‘Amazon Live’ shopping channel to Prime Video and Freevee
Article
Amazon adds ‘Amazon Live’ shopping channel to Prime Video and Freevee
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
Criteo layoffs show cookie removal could pressure ad tech
Article
Criteo layoffs show cookie removal could pressure ad tech
Consumer spending shows no signs of slowing as retail sales rise 4.0% in March
Article
Consumer spending shows no signs of slowing as retail sales rise 4.0% in March
Nearly half of grocery and retail shoppers would leave their favorite brand for a cheaper alternative
Article
Nearly half of grocery and retail shoppers would leave their favorite brand for a cheaper ...
Threads will open up to advertising in the second half of 2024
Article
Threads will open up to advertising in the second half of 2024
CTV ad dollars are going to waste—advertisers need to know where their money is going
Article
CTV ad dollars are going to waste—advertisers need to know where their money is going
Eight in 10 Amazon Prime Video viewers use the ad-supported tier
Article
Eight in 10 Amazon Prime Video viewers use the ad-supported tier
5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1
Article
5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1

Latest Forecasts

Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country
Display Ad Spending, UK
Forecasts
Display Ad Spending, UK
Video Ad Spending, UK
Forecasts
Video Ad Spending, UK
Retail Media Ad Spending, China
Forecasts
Retail Media Ad Spending, China
Ecommerce Channel Ad Spending, China
Forecasts
Ecommerce Channel Ad Spending, China
Traditional Media Ad Spending
Forecasts
Traditional Media Ad Spending
Total Media Ad Spending, China
Forecasts
Total Media Ad Spending, China
Digital Ad Spending, China
Forecasts
Digital Ad Spending, China
Display Ad Spending, China
Forecasts
Display Ad Spending, China

"Behind the Numbers" Podcast

The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
Audio
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
Audio
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
Audio
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
The Banking & Payments Show: The Crypto Renaissance
Audio
The Banking & Payments Show: The Crypto Renaissance
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
Audio
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...
The Weekly Listen: Should teens need permission to access social media, Spotify's video moves, and the path for ride-hailing
Audio
The Weekly Listen: Should teens need permission to access social media, Spotify's video moves, and ...
The Daily: The most interesting ways we are changing how we spend time with media—a TV surprise, TikTok content, and more
Audio
The Daily: The most interesting ways we are changing how we spend time with media—a TV surprise, ...
Reimagining Retail: Where in-store retail media is headed and activations that are moving the needle
Audio
Reimagining Retail: Where in-store retail media is headed and activations that are moving the needle
The Daily: Publishers future, part 2—What's next for publishing, AI disclosure and Spotify's video learning
Audio
The Daily: Publishers future, part 2—What's next for publishing, AI disclosure and Spotify's video ...
The Daily: Publishers future, part 1—What to do about the GenAI issue, BeReal's next move, and X pivots to CTV
Audio
The Daily: Publishers future, part 1—What to do about the GenAI issue, BeReal's next move, and X ...